Reykjavík, Iceland
Ingi Brown
Product and growth executive specialising in B2C subscription monetization, pricing and revenue strategy, with a PhD in innovation management.
Head of Growth & Revenue at Smitten
Ingi Brown is a product and growth executive based in Reykjavík, Iceland. He is Head of Growth & Revenue at Smitten, where he doubled ARPPU and drove a 100% increase in MRR over three years through pricing, packaging and paywall optimisation. Over more than a decade he has led product organisations at YNAB, Tempo, Kronos and Agendize, across both consumer subscription and B2B SaaS businesses.
He holds a PhD in Management from Mines ParisTech, specialising in innovation management and product design theory, and co-authored An Introduction to Innovative Design, a primer on C-K theory published by Presses des Mines. He has lectured on innovation and design at Mines ParisTech, Strate Collège Designers, Chalmers University of Technology and Tokyo Tech.
His work sits where product strategy meets revenue: designing subscription offers, running pricing and packaging experiments, and building product organisations that can actually execute them. He is available for consulting and advisory work.
Areas of expertise
Four subjects I work on, write about and advise on. Each page answers the question people usually arrive with.
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How do you monetize a consumer product?
B2C Monetization
Turning consumer audiences into recurring revenue: offer design, paywall placement, trial mechanics and the analytics to prove what worked.
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How should a subscription business set its prices?
Pricing & Revenue Strategy
Pricing, packaging and plan architecture for subscription businesses — plus the experiment design and revenue modelling to back the decisions.
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What does strong product management look like?
Product Management
Product strategy, discovery and delivery for consumer software — with a bias toward teams that own a commercial outcome, not a feature list.
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How do established companies build new revenue lines?
Innovation Management
Running new-bet portfolios inside companies that already have a core business to protect — funding, governance, stage gates and knowing when to stop.
Selected work
- Doubled ARPPU at Smitten, driving a 100% increase in MRR over three years through pricing, packaging and paywall experimentation.
- Led product strategy across eight teams as executive Head of Product at YNAB, one of the largest consumer budgeting subscriptions.
- Launched Financial Manager for Tempo, an Atlassian Jira budgeting app now used by over 3,000 business clients.
- Scaled engineering and product to 20 people as CTO of Agendize.
- Co-authored An Introduction to Innovative Design (Presses des Mines, 2014), a primer on C-K design theory.
- PhD in Management from Mines ParisTech, specialising in innovation management and product design theory.
Topics
- B2C monetization
- Subscription pricing
- Pricing and packaging strategy
- Paywall optimisation
- ARPPU and MRR growth
- Revenue strategy
- Price experimentation and A/B testing
- Freemium conversion
- Consumer subscription apps
- SaaS revenue growth
- Product management
- Product strategy
- Product organisation design
- Innovation management
- C-K design theory
- Product design theory
- Product-led growth
- Mobile growth
Get in touch
Currently open to:
- Advisory on B2C subscription pricing, packaging and paywall strategy
- Product and monetization strategy consulting
- Fractional or interim product leadership
- Speaking and teaching on consumer monetization and innovation management